EMEA Gambling and Betting Sponsorship Landscape – Analysing Biggest Deals, Latest Trends, Top Sponsor Brands and Sponsorship Sector

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EMEA Gambling and Betting Sponsorship Landscape Overview

In 2024, gambling and betting brands with headquarters in the EMEA region acquired 658 deals, with a combined estimated yearly value of $977.58 million. Across the region, soccer has the greatest volume of gambling & betting agreements.

The EMEA gambling and betting sponsorship landscape report provides deep insights into the EMEA gambling and betting sector sponsorship market trend, most active sport, and product categories. The report has also analyzed the key product sponsorship markets, most attractive sports leagues, and property deals within the sector companies.

Annual Spend (2024) $977.58  million
Historical Period 2020-2023
Key Sports Types ·       Soccer

·       Ice Hockey

·       Multi-Sport Games

·       Basketball

·       Motor Racing

·       Esports

·       Horse-Racing

·       Cycling-Road

·       Handball

·       Boxing

·       Golf

·       Darts

·       Mixed Martial Arts

·       Rugby Union

·       Rugby League

Leading Brands ·       Unibet

·       Admiral Sportwetten

·       Fortuna Group

·       Loterie Nationale Belgique

·       Betano

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EMEA Gambling and Betting Sponsorship Market Dynamics

Gambling & betting continues to be a critical part of sports property sponsorship. Many gambling companies have signed sponsorship agreements across the EMEA region (Europe, the Middle East and Africa). The number of gambling & betting deals signed across the EMEA region increased from 517 deals in 2020 to 658 deals in 2024. Therefore, brands in this sector continue to secure new sponsorship deals with sports properties from across the region.

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EMEA Gambling and Betting Sponsorship Market Segmentation by Sports Types

American Football is the most popular sport to sponsor among American gambling and betting brands in 2024

The key sports associated with the EMEA gambling and betting sponsorship landscape are soccer, ice hockey, multi-sport games, basketball, motor racing, esports, horse-racing, cycling-road, handball, boxing, golf, darts, mixed martial arts, rugby union, and rugby league.

Soccer dominates the spending in the gambling and betting sector across the EMEA region. Across the EMEA region, soccer is easily the most selected sport for gambling & betting partnerships. Professional soccer in the EMEA region offers many sponsorship opportunities for brands. Due to the large number of teams competing, this region includes many popular leagues in world soccer with high viewership.

EMEA Gambling and Betting Sponsorship Market Analysis by Sports Types, 2024 (%)

EMEA Gambling and Betting Sponsorship Market Analysis by Sports Types, 2024 (%)

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EMEA Gambling and Betting Sponsorship Market Segmentation by Active Brands

Amongst all the American gambling and betting brands with active sponsorship deals in 2024, Unibet has the most agreements in place

A few of the gambling and betting brands with active sponsorship deals in 2024 are:

  • Unibet
  • Admiral Sportwetten
  • Fortuna Group
  • Loterie Nationale Belgique
  • Betano

Unibet is the most active gambling and betting brand in sports sponsorship across the EMEA region with 18 deals, including eight individual deals in the Netherlands. It leads second-placed Admiral Sportwetten by a single deal.

EMEA Gambling and Betting Sponsorship Market Analysis by Active Brands, 2024 (%)

EMEA Gambling and Betting Sponsorship Market Analysis by Active Brands, 2024 (%)

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Segments Covered in the Report

EMEA Gambling and Betting Sponsorship Sports Tyes Outlook (Value, $ Billion, 2017-2024)

  • Soccer
  • Ice Hockey
  • Multi-Sport Games
  • Basketball
  • Motor Racing
  • Esports
  • Horse-Racing
  • Cycling-Road
  • Handball
  • Boxing
  • Golf
  • Darts
  • Mixed Martial Arts
  • Rugby Union
  • Rugby League

Scope

The report offers a detailed insight into the gambling and betting sector across the EMEA region. It explores all the main active brands in the sector as well as details of their activities in the sector over the last few years in the sports sponsorship industry.

Key Highlights

A detailed overview of the gambling & betting sector across the EMEA region. Outlining sectors influence in sports sponsorship and the main brands involved in attaining lucrative deals across multiple sports.

Reasons to Buy

  • For those wanting an in-depth analysis of how the gambling and betting sector across the EMEA region performed in the sports sponsorship industry, in the sense of both business and popularity.

Winline
Betano
Française des Jeux
Admiral Sportwetten
Unibet
Fortuna Group

Table of Contents

Executive Summary

– Introduction

Market Insights

– Sponsorship Gambling & Betting Sponsorship Market Trends

Sector Analysis

– Sector Summary

– Top Sports by Value and Volume

– Product Category Breakdown

– Key Product Sponsorship Markets Across The EMEA region

– Biggest Deals Gambling & Betting Sector

– Biggest Expiring Deals in 2024

Case Study

– Aston Villa Football Club and Betano

Brand Analysis

– Brand Summary

– Breakdown of spend in the EMEA region by brands’ home regions

– Most Active Brands

– Biggest Spenders

– Key Brands

Appendix

– Sources

Table

Leading companies charts

market trends charts

EMEA region data charts

deal volume by sport chart

Sports annual value chart

biggest deals in the sector chart

subsectors deal volume chart

product category breakdown charts

biggest spend per brand chart

Most active brands by number of deals chart

Frequently asked questions

EMEA Gambling and Betting Sponsorship Landscape – Analysing Biggest Deals, Latest Trends, Top Sponsor Brands and Sponsorship Sector standard reports
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Can be used by individual purchaser only

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Can be shared globally by unlimited users within the purchasing corporation e.g. all employees of a single company


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